Employer and Corporate Brand Connection
Now, more than ever, companies are realizing that their businesses are not made up of human resources; they’re made up of humans. When you’re on a video call and you see your team members in their homes and with their families, you can’t ignore the context they come with. They become people, as well as employees.
So how do you strike the balance between caring about your corporate brand as well as your people –especially during challenging times? Aligning your employer and corporate brands can go a long way towards bridging the gap. Synchronicities and efficiencies come as a result of everyone rowing in the same direction.
At Retina, for example, we have a single set of brand values, which we call “promises.” We adhere to these covenants both internally and externally:
- We aim to inspire
- We are courageous
- We are always learning
- We always have perspective
- We get it done
By promoting your company’s core values during the hiring process, you will increase the likelihood that you will attract – and retain – people who share those values. When this happens, there’s a high probability that those people will, in turn, organically personify those values when interacting with your customers.
Simply put: the values that you want projected in the marketplace are the ones you need to foster in the workplace.